Nobody Can Agree on What "Immersive Art" Actually Means

Ana Brzezinska, creative director at Moment Factory and former Tribeca Festival immersive curator, examines why immersion remains the go-to adjective for organizations fighting for audience engagement, even as every hype cycle expires. Drawing on projects across North America, Europe, and Australia, she explores why the concept keeps captivating artists and audiences, and how to balance innovation, storytelling, and engagement without losing common sense.